Andreas Batliner , Head of Marketing/Communications at Liechtenstein Marketing, is a key player behind Liechtenstein's recently launched new tourism website, tourism.li. As the person responsible for the digital transformation at Liechtenstein Marketing he and his team have been instrumental in driving forward and implementing the development of this modern platform, which is set to significantly shape the digital travel experience. In an interview with digital-liechtenstein.li Andreas Batliner talks about the challenges, milestones and technological foundations of the project - and why digitalization is above all a cultural change.

What is different about the new tourism website compared to a conventional tourism website? The new tourismus.li website is consistently geared towards the needs of our guests. The content is clearly structured and navigation is simple and intuitive. Visitors can find experiences, accommodation and offers at a glance and book them directly. Technically, the site is based on open data, which means that the content is not only up-to-date but also available across all platforms. In this way, we create a consistent digital travel experience, from the first click to the booking, during the stay and after the trip to Liechtenstein.

How long did the development process of the new tourism website take, from the initial concept idea to the go-live, and which milestones were particularly decisive? It took around 18 months from the initial concept to the go-live. Key milestones were the definition of the open data architecture and the corresponding systems, early stakeholder involvement, the implementation of the new UX strategy and test phases. The go-live in May 2025 was the crowning glory, but also the starting point for continuous data-based development. About the development process: What were the biggest challenges during the development of the new website? One of the biggest challenges was striking a balance between technical feasibility and the different needs of our target groups. Guests, service providers, partners and locals have different expectations. Uniting these in one platform, taking into account design, structure, language and function, was demanding but essential. At the same time, by building on open data, we have created a technical basis that not only works efficiently in the background, but also makes the content on tourismus.li and beyond flexibly usable.

What important lessons have you learned from this very extensive project? Digitalization is not an IT project, but a cultural change. The close involvement of internal and external stakeholders was crucial. And: focus on the users. If we consistently put the needs of our guests at the center, we create solutions with a real impact.

The development of such a comprehensive platform requires the involvement of many stakeholders. How were stakeholders involved in the development process and what role does their ongoing feedback play in the further development of tourismus.li? We held workshops with external partners and internal teams. Their perspectives flowed directly into the information architecture and content storytelling. We were also able to draw on experience from other destinations. Feedback from guests and service providers is crucial for us to continuously develop and optimize the website.

The new website is based on open data. What are the specific advantages of this? Open data ensures topicality, reach and networking. Content can be made available to other platforms, apps and tools via APIs, whether in tourism, with tour operators or in partner regions. The WELCOME app launched in June, which is part of the new guest card, is based on open data. The content is therefore obtained from our data hub. This technical starting point enables uniform visibility and creates a networked world of experiences for guests.

The focus was on the user experience (UX). What specific user research methods (e.g. surveys, focus groups, A/B testing) were used to understand the needs of the target groups, and were there any findings from these tests that led to significant changes to the design or navigation? We relied on the experience and expertise of our implementation partners, who have already supported similar projects in the tourism industry. In addition, we analyzed successful examples from other destinations and derived specific learnings for our own information architecture and navigation. This approach was particularly efficient for us, as we were able to draw on existing knowledge.

During the project, tests were also carried out continuously with internal and external users - for example on menu navigation, content or page structure. We integrated this feedback directly into the further development.

Direct online booking is a core feature. What technologies or partners have been chosen to make this booking process smooth and secure, and what mechanisms have been implemented to optimize conversion rates and minimize abandonment rates? We work with established technology partners who have proven themselves in the tourism sector. Interfaces to hotel booking platforms and experience providers are seamlessly integrated. We attach great importance to data security, accessibility and a high level of conversion optimization, for example by means of clear call-to-actions and reduced booking steps.

What initial feedback or performance indicators have particularly surprised you since the go-live of the new website or confirmed that you are on the right track? We were very pleased with the initial figures on length of stay and booking behavior directly after the launch. Even if the time period is of course not yet meaningful enough, the user behavior shows the positive changes we had hoped for. However, we are particularly pleased with the qualitative feedback we have received from many sources since the go-live.

Finally, the website is now online - and digital-savvy users are always curious about the next big thing. What can visitors to tourismus.li can look forward to in the next 12-24 months, what new features, content or interaction options are already being planned? The website will also become available in other languages in the coming months, partly with the help of AI. Dutch and Italian are currently being planned and prepared. We will also continue to expand Open Data and integrate it into other platforms and optimize the existing ones. Other websites operated by Liechtenstein Marketing, such as liechtenstein.li or liechtenstein-business.li, will also be incorporated into the new data architecture in the coming months. This will allow us to benefit even more from the centralized data hub.

Thank you very much for the interview!

With over 800,000 visitors a year, the tourismus.li website is a central platform for guests to find information about a trip to Liechtenstein and offers or to make bookings directly.

Photo: ©Liechtenstein Marketing | Daniel Mauche